Gideon Rubin, Chief Marketing Officer Twitter: @gideonrubin

Email: gideon@localmarketlaunch.com

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Business Listings Management

Local Landing Page   Claimed Profiles   Syndication   Transparent Reporting  

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Covered in this Webinar •  Local Ad Market

•  Not Just the Engines

•  SMBs vs. National Brands

•  Complete Consistent NAPW

•  Local Mobile Landing Page

•  Claimed Business Profiles

•  Local Search Factors: Citations

•  Citations at Scale

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The Local Ad Market

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Local + Mobile

50%+ of mobile queries have local intent

90% take action as a result

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It’s Not Just the Engines

3 of the over 100 social media sites generate over 400 million visitors/month The top directory sites generate over 100 million visitors/month

The number 1 review site generates over 90 million visitors/month

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Differences Between National Brands & SMBs

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Call Tracking Numbers

•  Paid Media

•  Business Listings?

•  Landing Pages

Image from RealPractice.com 10

Verification/Claiming

•  Direct vs. Indirect Relationship

•  IVR and Call Centers

•  Scaling SMBs

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Brand Ownership

•  Corporate vs. Franchisee

•  Localized content

•  Social media considerations •  Location vs. National

•  Texas Roadhouse Case Study

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Case Study: Texas Roadhouse

Case Study from:  

“What the local pages allow us to do is build those communities of people who are connected with the restaurant. It’s two different things.” “I think the engagement is about the same. It’s just when it’s done one-on-one and personal at the local level, I think it adds that real personal piece to it that you don’t get at the national level.” - Dave Dodson, Communications Director of Texas Roadhouse

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Tactics in Focus •  Complete Consistent NAPW + Enhanced Data

•  Local Mobile Landing Page

•  Claimed Business Profiles

•  Local Search Factors: Citations

•  Citations at Scale

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Complete Consistent NAPW & Enhanced Data

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BEFORE Data Enhancement  

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AFTER Data Enhancement  

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Tablet Device View: Google’s New Carousel

Implications: •  Completeness of Profile

•  Visual appeal – photos, videos

•  Reviews

•  Freshness of data

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Local Mobile Landing Page  

§  Conical URL

§  IP is geo-targeted

§  Local meta data with geotags

§  Location specific content:

•  Link to social & review sites

•  Location map and directions

•  Local coupons or special offers

•  Responsive design for mobile devices

 

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Claimed Business Profiles  

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Importance of Claimed Listings: Improves rankings on that search engine/directory/social site

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Importance of Claimed Listings: Visual Appeal

vs.

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Local Search Factors: Citations  Citations:

Authority

Consistency

Quality

Quantity

Other Factors:

•  Quantity of citations from industry-relevant domains and with mobile indicators

•  Quality/Authority of Inbound links to Domain

•  Individually Owner-Verified Google Plus Local Page

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Citations at Scale

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Gideon Rubin - Chief Marketing Officer Linkedin.com/in/gideonrubin

Twitter: @gideonrubin

Facebook.com/LocalMarketLaunch Twitter: @LocalLaunch

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